Who, What and So What? What the heck am I talking about!? These are useful tools for figuring out how to make your next article or landing page connect with your audience.
Writing from the Beginning
When you sit down to write, what is your first thought?
If it is what you are going to write, I expect that would put you in with the majority. In fact, what you are writing about is less important than the other two elements.
“Who for” is perhaps the most important part of the equation. Connecting to your audience, and bringing them something valuable, means addressing who they are.
First figure out who you are writing for. Draw up a marketing pen portrait.
So What?
A much overlooked aspect though is “So What?“.
If you can’t articulate why you are telling your audience about this thing, why you are telling this story, or writing this landing page, it is all for nothing.
Why is this important?
What should the reader take away?
Where is the benefit?
Why should we listen to you?
Look over your recent posts. Is the “So What” clear or are you assuming the reader will be able to work it out?
So often we think the “So What” is plain, but that is making a big assumption.
Without benefiting from what you write the reader is unlikely to stick around. If they can’t relate what you write to what they need they are unlikely to perceive any benefit.
Picture a snotty, loud-mouthed kid shouting it after every sentence. “So What So What So What”. That will make you remember that “Because I say so” does not cut it, for kids or for your audience.
Context is King in Content
We say content is king but for just today let’s agree that context is even more important.
“Just the facts” is leaving too much up to chance.
Saying something is true is not going to work, back up “features and facts” with something meaningful to what matters to your audience right now.
And Therefore …
If you offer advice, tell them why they should take it.
When offering a service or solution, spell out the benefits in a way that will resonate.
If you are warning about a potential problem, tell them the consequences.
Don’t just say your widget has a feature, inform your reader why that feature makes a difference to them in terms of outcome, saving time, making them money, giving them sex appeal, or whatever.
Who, What, and Why
My advice is to not only address your reader’s (who) concerns (what) but also tell them exactly why they should care.
- Why? Because if you do then they are more likely to take your advice.
- So What? Because if they take your advice they are more likely to benefit and therefore value it.
- So What? If they value your advice they are more likely to spend money with you or tell their friends.
- So What? That is where long-term growth and value come from.
And we all want that, right?